semcamp bas online-psychology

Bas van den Beld

Online Consumer Psychology

@basvandenbeld - @stateofdigital - www.stateofdigital.com - www.basvandenbeld.com

http://www.stateofsearch.com/

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Bas van den Beld – 2013 @basvandenbeld @stateofdigital

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We WANT to believeWe WANT to believe

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People no longer trust marketersPeople no longer trust marketers

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You need to understand your target audience

You need to understand your target audience

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There is no “average user”. People approach the buying

process in different ways

There is no “average user”. People approach the buying

process in different ways


95% of our thoughts, emotions, and learning occur without our conscious

awareness

95% of our thoughts, emotions, and learning occur without our conscious

awarenessGerald Zaltman, Harvard Professor


We rely on people around us for our choices

We rely on people around us for our choices

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Is it…?

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Word-of-mouth is responsible for 20%-50% of purchases

(Source: Keller Fay Group)

Word-of-mouth is responsible for 20%-50% of purchases

(Source: Keller Fay Group)

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Only 7% of word-of-mouth marketing happens online, most

starts online though(Source: Keller Fay Group)

Only 7% of word-of-mouth marketing happens online, most

starts online though(Source: Keller Fay Group)

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Based on 3 Types of Authority

Celebrities Expert Influentials Social Network

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Celebrities


Authorities sometimes feel like best friends

Authorities sometimes feel like best friends

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But celebrities don’t necessarily make us buy...

But celebrities don’t necessarily make us buy...

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The Expert Influentials

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We confuse early adoption with influence

We confuse early adoption with influence

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Our social network

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Bron: “Grouped” door Paul Adams


80 percent of our phone calls are to the same four people.

80 percent of our phone calls are to the same four people.


We want what others haveWe want what others have

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We trust friends on different topicsWe trust friends on different topics

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People don’t share facts, they share feelings

People don’t share facts, they share feelings

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Build marketing campaigns that grow social bonds

Build marketing campaigns that grow social bonds

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Think About How People Think

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Think about why people are online...

Think about why people are online...

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...and why they are on a specific channel

...and why they are on a specific channel

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Social Grooming: chit chat online is similar to monkeys grooming

Social Grooming: chit chat online is similar to monkeys grooming

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People talk to form and grow social bonds

People talk to form and grow social bonds

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Why do people share?

Bring value & entertainment

Grow & nourish relationships

Self fulfillment

Brand causes Define ourselves from others

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You need to adapt to peoples situation

You need to adapt to peoples situation

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Put yourself in their shoesPut yourself in their shoes

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And remember...And remember...


Everyone is an influencerEveryone is an influencer


Thank you!

www.stateofdigital.comwww.basvandenbeld.com

twitter.com/basvandenbeldlinkedin.com/basvandenbeld

facebook.com/stateofdigitaltwitter.com/stateofdigital

Have Bas speak or train at your event or company or consult?

Get in touch!

http://www.stateofdigital.com/

semcamp bas online-psychology

Technology